As used at UTM 2007 March ZipLocal Section D Ch 12 & Ch 13 - CCT 322 text Sales Product Training

As used at UTM 2007 March Welcome Class 322 Marketing Information Products & Services We are excited to introduce ZipLocal

As used at UTM 2007 March This presentation will focus on ZipLocal and touch on sections of Chapter 12 “Personal Selling” & Chapter 13 “Online Advertising” Introducing a National Brand and User Interface

As used at UTM 2007 March Marketing Information Products & Services “Sometimes the best way to sell a product or service from one business to another business is to provide convincing evidence as to how attractive the product will be to the final customer [user].” Source: Marketing Information Products & Services

As used at UTM 2007 March What is ZipLocal? How does the site work? Sales Products Product Questions & Scenarios Agenda

As used at UTM 2007 March What is ZipLocal? Zip411.net + redToronto + redMississauga = ZipLocal A local business directory that connects buyers and sellers

As used at UTM 2007 March Connecting with Your Audience “Successful B2B vendors must be aware of the B2C challenges since a B2B customer ultimately has to deal with the consequences of B2C success or failure.” Source: Marketing Information Products & Services

As used at UTM 2007 March What do users want? simple layout easy-to-use search tools fast and reliable results personalization –search –results –content

As used at UTM 2007 March The local directory you can make your own

As used at UTM 2007 March Search Results Page

As used at UTM 2007 March Search Results Order Based on the user’s specific search… geographically relevant –radiates outward monthly spend –spend = user content (value) –in descending order

As used at UTM 2007 March Listings Box Listings Box (Paid) Content: Logo/graphic * Business Name Proximity to search area Address Phone Number Web Site Link * Icons for: InfoCentre * * Text/SMS Driving Directions * where applicable (provided by advertiser or existing data) Listings Box (Free)

As used at UTM 2007 March InfoCentre Custom URL (Client.ZipLocal.com) Logo/graphic List of associated categories Proximity to search address/ tool Web link Print InfoCentre Driving Directions link Text/SMS Listing info Optional fields (next slide) Content Tabs Hub for all Advertiser and User-generated Content

As used at UTM 2007 March InfoCentre Optional Fields: Second Phone Number Fax Number Address Year Established Hours of Operation Parking Options Reservations Options Payment Methods Wheelchair Accessible Entry Wheelchair Accessible Restrooms

As used at UTM 2007 March Profile Tab Content: 500 words of copy * 2 photos * * Advertiser provides In future Clients will be able to edit copy and photos via online Advertiser Centre.

As used at UTM 2007 March InfoCentre: Profile Tab Content: 500 words of copy * 2 photos * * Advertiser provides Clients can edit copy and photos via online Advertiser Centre.

As used at UTM 2007 March What do users want? simple layout easy-to-use search tools fast and reliable results personalization –search –results –content 17

As used at UTM 2007 March Sales Products Listings Packages –ZipEnhanced –ZipPower Listings Options –Keywords Plus –Categories Plus 18 Display Advertising –Banner advertising –Text advertising

As used at UTM 2007 March ZipEnhanced Paid Listings Box –2 categories (advertiser chooses) –10 keywords (advertiser chooses) InfoCentre Regular listing traffic reporting Free listing may show up in under other categories or keywords

As used at UTM 2007 March ZipPower Paid Listings Box –4 categories (advertiser chooses) –20 keywords (advertiser chooses) InfoCentre + Profile Tab Regular listing traffic reporting Free listing may show up in under other categories or keywords

As used at UTM 2007 March Packages Compared ZipEnhancedZipPower Categories 24 Keywords 1020 InfoCentre Profile Tab - Traffic Reporting

As used at UTM 2007 March Pricing & Tiers ZipEnhanced A $XXX/month B $XX/month C $X/month Ottawa Hamilton Mississauga Vancouver Edmonton Calgary Winnipeg Toronto Montreal All other cities

As used at UTM 2007 March Pricing & Tiers ZipEnhancedZipPower A $XXX/month B $XX/month C $X/month Ottawa Hamilton Mississauga Vancouver Edmonton Calgary Winnipeg Toronto Montreal All other cities

As used at UTM 2007 March Listings Options 24 Categories Plus A $X/month 2 extra ($x/category) 4 extra (x% discount) 6 extra (x% discount) B $X/month 2 extra ($x/category) 4 extra (x% discount) 6 extra (x% discount) C $X/month 2 extra ($x/category) 4 extra (x% discount) 6 extra (x% discount) Ottawa Hamilton Mississauga Vancouver Edmonton Calgary Winnipeg Toronto Montreal All other cities

As used at UTM 2007 March Listings Options 25 Keywords Plus A $X/month 5 extra ($x/keyword) 10 extra (x% discount) 15 extra (x% discount) B $X/month 5 extra ($x/keyword) 10 extra (x% discount) 15 extra (x% discount) C X/month $X/month 5 extra ($x/keyword) 10 extra (x% discount) 15 extra (x% discount) Ottawa Hamilton Mississauga Vancouver Edmonton Calgary Winnipeg Toronto Montreal All other cities

As used at UTM 2007 March Banner Ads "Banner Ads" page 153 in the Schneider/Perry book 3rd edition "Most Advertising on the Web uses banner ads... Banner ads are versatile advertising vehicles - their graphic images can help increase awareness, yet users can click them to open the advertiser's website and learn more about the product. Thus, banner ads can be both and informative function and persuasive function". Source: Marketing Information Products & Services

As used at UTM 2007 March Banner Ads “The Basic Promotion Objectives, according to traditional marketing, are: oInforming oPersuading oReminding Accepting Schneider and Perry's interpretation, we can see banner ads satisfy two of the three functions of promotion. It is debatable whether banner ads are effective in communicating the ‘reminder’ function of promotional objectives.” Source: Marketing Information Products & Services

As used at UTM 2007 March Banner Advertising

As used at UTM 2007 March Text Advertising

As used at UTM 2007 March 45 Second Script

As used at UTM 2007 March Site Comparisons Check out the following sites: –YellowPages.ca –Canpages.com –AskCity.com (US site) –ZipLocal.com (‘live’ alert to come)

As used at UTM 2007 March Provide feedback: 1.Rank the four sites in order of which provided the best overall user experience (#1 being best). Provide comments for each site about why you ranked them in that order. Focus on your impressions of: ease of searching search results – quality, reliability, volume ability to personalize search results, content, etc. content available for businesses mapping functionality layout or site design tools available – SMS/texting listings, driving directions, etc. Site Comparisons

As used at UTM 2007 March Provide feedback (cont’d): 2.What features or content would you add to make the sites better? For each element you would add, explain why you feel it would enhance the user experience. 3.For ZipLocal only, list what you feel is the site’s: –strongest user feature * –strongest advertiser feature * –weakest user feature * –weakest advertiser feature * * Provide a rationale for each of the opinions. Site Comparisons